The validity of attribute-importance. measurement: A review

Van Ittersum, K., Pennings, J. M. E., Wansink, B. & Van Trijp, H. C. M., Nov-2007, In : Journal of Business Research. 60, 11, p. 1177-1190 14 p.

Research output: Contribution to journalReview articleAcademicpeer-review

A critical review of the literature demonstrates a lack of validity among the ten most common methods for measuring the importance of attributes in behavioral sciences. The authors argue that one of the key determinants of this lack of validity is the multi-dimensionality of attribute importance. Building on the notable work of Myers and Alpert (1968) [Myers JH, Alpert MI. Determinant buying attitudes: Meaning and measurement. J Mark 1968;32(July):13-20], they propose that different methods measure different dimensions of attribute importance and, more specifically, what methods,measure which specific dimensions. A re-examination of existing research reveals convergent and nomological validity among methods that are proposed to measure the same dimensions of attribute importance and discriminant validity between methods that are proposed to measure different dimensions of attribute importance. Acknowledging the multi-dimensionality of attribute importance substantially reduces the apparent lack of validity reported in the literature and forms an important first,step enabling practitioners and scholars to improve the validity of attribute-importance measurement. (C) 2007 Elsevier Inc. All rights reserved.

Original languageEnglish
Pages (from-to)1177-1190
Number of pages14
JournalJournal of Business Research
Issue number11
Publication statusPublished - Nov-2007
Externally publishedYes


  • attribute importance, measurement, convergent validity, nomological validity, discriminant validity, CONJOINT MODELS, IMPORTANCE WEIGHTS, POINT ALLOCATION, ELICITATION, CHOICE, RATINGS, PERCEPTIONS, RELIABILITY, PRODUCTS, BEHAVIOR

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